Decompilation used to generate dynamic data driven advertisements

• US 7,941,340 B2
• Filed: 09/30/2008
• Issued: 05/10/2011
• Est. Priority Date: 09/30/2008
• Status: Active Grant

• Current Assignee: R2 Solutions LLC (Acacia Research Corporation)
• Original Assignee: Yahoo! Inc. (Apollo Global Management, Inc.)
• Inventors: Goyal, Prabhakar, Doemling, Marcus, Mishra, Sumit
• Primary Examiner(s): Weiss; John G
• Assistant Examiner(s): Dagnew; Saba
• Application Number:
  US12/242,645
• Publication Number:
  US 20100082441A1
• Time in Patent Office: 952 Days
• Field of Search: 705/14, 705/14.72, 221/2, 400/62, 435/67, 715/255, 715/713, 715/503, 715/207
• US Class Current: 705/14.72
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0276 Advertisement creation
• CPC Class Codes: G06Q 30/0277 Online advertisement

Abstract

A dynamic advertisement creative is generated from a static advertisement creative. An advertisement creative is received. The advertisement creative is decompiled into a plurality of static elements. A user is enabled to select a static element of the plurality of static elements to be converted into a dynamic element. A dynamic version of the received advertisement creative is generated that includes a placeholder corresponding to the selected static element. The placeholder is configured to be dynamically populated with data. The data populating the placeholder may be dynamically selected each time the dynamic advertisement creative is displayed.

Claims

1. A method, comprising:

receiving an advertisement creative at least one processor;

decompiling the advertisement creative into a plurality of static elements using the at least one processor by parsing the received advertisement creative to identify the plurality of static elements, the static elements each including respective fixed information;

enabling a user to select a static element of the plurality of static elements to be converted into a first dynamic element, said enabling including providing a user interface with which the user is enabled to interact to select the static element to be converted into the first dynamic element and that indicates at least one static element of the plurality of static elements not selected to be converted into a dynamic element;

generating an unpopulated dynamic advertisement creative that is an unpopulated dynamic version of the received advertisement creative, the unpopulated dynamic advertisement creative including a placeholder corresponding to the selected static element and including the at least one static element indicated as not selected to be converted into a dynamic element, the placeholder configured to be dynamically populated with data;

generating a schema that identifies one or more dynamic elements of the unpopulated dynamic advertisement creative including the first dynamic element, and that identifies a type of data used to populate one or more placeholders of the unpopulated dynamic advertisement creative including the placeholder; and

generating a call routine using at least one processor that is configured to be loadable with data defined according to the generated schema in response to a request for an advertisement to display in a web page, is configured to be transmitted to a web browser in response to the request, and is configured to be executed by the web browser to call the unpopulated dynamic advertisement creative to enable the one or more placeholders of the unpopulated dynamic advertisement creative to be populated with data loaded in the call routine.

2. The method of claim 1, wherein said decompiling comprises:

decompiling the advertisement creative into one or more static textual elements and one or more static graphical elements.

3. The method of claim 1, wherein said enabling comprises:

enabling the user to select multiple static elements of the plurality of static elements to be converted into corresponding dynamic elements; and

wherein said generating comprises;

generating the unpopulated dynamic advertisement creative to include a plurality of placeholders that correspond to the selected multiple static elements, each placeholder being configured to be dynamically populated with corresponding data.

4. The method of claim 1, further comprising:

receiving a request from a web browser for an advertisement to display in a web page;

loading the call routine with selected data defined according to the generated schema; and

transmitting the call routine to the web browser for execution to enable the unpopulated dynamic advertisement creative to be requested, to enable the placeholder to be populated with the loaded selected data after the unpopulated dynamic advertisement creative is received, and to enable an advertisement formed by populating the placeholder of the unpopulated dynamic advertisement creative with the loaded selected data to be displayed.

5. The method of claim 1, further comprising:

selecting the data to populate the placeholder based on an attribute of a user, a page, a computer system of a user, a time of the day, and/or other serving context.

6. A dynamic creative management tool, comprising:

at least one processor;

an advertisement decompiler configured to use the at least one processor to parse a received advertisement creative to identify a plurality of static elements of the received advertisement creative, each of the plurality of static elements including respective fixed information, to decompile the received advertisement creative into the plurality of static elements;

a dynamic element selector configured to enable a user to select a static element of the plurality of static elements to be converted into a first dynamic element, the dynamic element selector being configured to provide a user interface with which the user is enabled to interact to select the static element to be converted into the first dynamic element and that indicates at least one static element of the plurality of static elements not selected to be converted into a dynamic element; and

a dynamic advertisement generator configured to generate an unpopulated dynamic advertisement creative that is an unpopulated dynamic version of the received advertisement creative, the unpopulated dynamic advertisement creative including a placeholder corresponding to the selected static element, the at least one static element indicated as not selected to be converted into a dynamic element;

the dynamic advertisement generator including

an advertisement compiler configured to generate the unpopulated dynamic advertisement creative,

a schema generator configured to generate a schema that identifies one or more dynamic elements of the unpopulated dynamic advertisement creative including the first dynamic element, and that identifies a type of data used to populate one or more placeholders of the unpopulated dynamic advertisement creative including the placeholder, and

an advertisement call routine generator configured to generate a call routine that is configured to be loadable with data defined according to the generated schema in response to a request for an advertisement to display in a web page, is configured to be transmitted to a web browser in response to the request, and is configured to be executed by the web browser to call the unpopulated dynamic advertisement creative to enable the one or more placeholders of the unpopulated dynamic advertisement creative to be populated with data loaded in the call routine.

7. The dynamic creative management tool of claim 6, wherein the user interface is configured to enable the user to select multiple static elements of the plurality of static elements to be converted into corresponding dynamic elements;

and

wherein the dynamic advertisement generator is configured to generate the unpopulated dynamic advertisement creative to include a plurality of placeholders that correspond to the selected multiple static elements, each placeholder being configured to be dynamically populated with corresponding data.

8. A computer program product comprising a tangible computer-readable medium having computer program logic recorded thereon for enabling a processing unit to generate unpopulated dynamic advertisement creatives, comprising:

first computer program logic means for enabling the processing unit to decompile a received advertisement creative into a plurality of static elements by parsing the received advertisement creative to identify the plurality of static elements that include respective fixed information;

second computer program logic means for enabling the processing unit to enable a user to select a static element of the plurality of static elements to be converted into a first dynamic element, the second computer program logic means being configured to enable the processing unit to provide a user interface with which the user is enabled to interact to select the static element to be converted into the first dynamic element and that indicates at least one static element of the plurality of static elements not selected to be converted into a dynamic element; and

third computer program logic means for enabling the processing unit to generate an unpopulated dynamic advertisement creative that is a dynamic version of the received advertisement creative, the unpopulated dynamic advertisement creative including a placeholder corresponding to the selected static element and including the at least one static element indicated as not selected to be converted into a dynamic element, the placeholder configured to be dynamically populated with data;

wherein the third computer program logic means comprises

fourth computer program logic means for enabling the processing unit to generate a schema that identifies one or more dynamic elements of the unpopulated dynamic advertisement creative including the first dynamic element, and that identifies a type of data used to populate one or more placeholders of the unpopulated dynamic advertisement creative including the placeholder, and

fifth computer program logic means for enabling the processing unit to generate a call routine that is configured to be loadable with data defined according to the generated schema in response to a request for an advertisement to display in a web page, is configured to be transmitted to a web browser in response to the request, and is configured to be executed by the web browser to call the unpopulated dynamic advertisement creative to enable the one or more placeholders of the unpopulated dynamic advertisement creative to be populated with data loaded in the call routine.

9. The computer program product of claim 8, wherein said first computer program logic means comprises:

sixth computer program logic means for enabling the processing unit to decompile the received advertisement creative into one or more static textual elements and one or more static graphical elements.

10. The computer program product of claim 8, wherein said second computer program logic means comprises:

sixth computer program logic means for enabling the processing unit to enable the user to select multiple static elements of the plurality of static elements to be converted into corresponding dynamic elements; and

wherein said third computer program logic means comprises;

seventh computer program logic means for enabling the processing unit to generate the unpopulated dynamic advertisement creative to include a plurality of placeholders that correspond to the selected multiple static elements, each placeholder being configured to be dynamically populated with corresponding data.

11. The computer program product of claim 8, further comprising:

sixth computer program logic means for enabling the processing unit to receive a request from a web browser for an advertisement to display in a web page;

seventh computer program logic means for enabling the processing unit to load the call routine with selected data defined according to the generated schema; and

eighth computer program logic means for enabling the processing unit to transmit the call routine to the web browser for execution to enable the unpopulated dynamic advertisement creative to be requested, to enable the placeholder to be populated with the loaded selected data after the unpopulated dynamic advertisement creative is received, and to enable the unpopulated dynamic advertisement creative to be displayed.

12. The computer program product of claim 8, further comprising:

sixth computer program logic means for enabling the processing unit to select the data to populate the placeholder based at least on an attribute of a user, a page, a computer system of a user, a time of the day, and/or other serving context.